Report: Managing Communication, Knowledge, and Information at Omega

This report examines the critical aspects of managing communication, knowledge, and information within an organization, using a case study of Leigh Randell at Omega Airlines. It delves into the importance of effective communication channels for strategic decision-making, focusing on different levels of management and the information required. The report analyzes the decision-making processes, including strategic, tactical, and operational levels, and emphasizes the significance of internal and external information sources. It explores stakeholder engagement, including employees, investors, customers, and government, and suggests strategies to improve communication and involvement. Furthermore, the report analyzes the existing communication processes, highlighting the need for enhancements in information collection and dissemination, and proposes changes to improve organizational structure, customer relations, and the overall decision-making process. The report emphasizes the importance of a well-designed management information system and stakeholder inclusiveness to achieve organizational success.

Managing Communication,
Knowledge and Information

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1................................................................................................................................................3
1.2................................................................................................................................................4
1.3................................................................................................................................................4
1.4................................................................................................................................................5
TASK 2............................................................................................................................................5
2.1................................................................................................................................................5
2.2................................................................................................................................................6
2.3................................................................................................................................................6
2.4................................................................................................................................................6
TASK 3............................................................................................................................................7
3.1................................................................................................................................................7
3.2................................................................................................................................................7
3.3................................................................................................................................................8
3.4................................................................................................................................................8
TASK 4............................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Management of communication, knowledge and Information forms the integral part for
the success of any organization. It means designing the communication channel in an effective
manner that helps to utilize knowledge and information to take strategic decision making. This
report is based on the case study of Leigh Randell who shares his experience as supervisor of in-
flight services at the Atlanta base of Company and desires to improve the organization system
and was trying to discuss the matter with senior management. The present discusses about the
range of decision that are required to be taken and the requirement of information and knowledge
to take informed decision. It discusses the formulation of strategies to improve the involvement
of different stakeholders in adjudication process. This report analysis the communication process
in the present case scenario. The present report suggests changes to improve the collection and
dissemination of information and knowledge.
TASK 1
1.1
Decision making is the integral part of every business. The management takes numerous
decisions in a single day for the growth and development of business. In order to manage the
company effectively, the department should take apt decision at the right time to grab the
upcoming opportunities in the market (Borghoff and Pareschi, 2013). The ranges of decision that
are required to be taken in Company are given below:
 Strategic level: The Board of director is the adjudicating authority where they are entitled
to make grand strategic decision regarding its diversification and expansion matter and
crucial business decision (Black, Clemmensen and Skov,2010). They consider long term
goals, values and objective.
 Tactical level: In this level of management, the managers of different department conduct
the meeting in which they will discuss their roles and responsibilities in attaining
business goal, the way they coordinate with each other (Yates and Paquette, 2011). They
tend to be medium range decision and are flexible as per the changing internal and
environment requirement.
 Operational level: These are the decision undertaken by operation department that
implements the plan determined at strategic level and support tactical level. These are the
regular decision with regards to the conduct of their own task, deal and handle with

customers and ways to improve business practices, etc. Their outcome and impact is in ad
hoc basis and short term in nature and involves low cost.
1.2
The executives in an organization provide leadership and direction for the functional
activities of management. Thus, the management of Company has designed the Management
Information System that helps all the level of management in taking decision by serving
information and knowledge based on their requirement. It is a system used to manage
information and knowledge in the company (Dozier, Grunig and Grunig, 2013). It is an integration
of man and machine system that support decision making process at strategic, tactical and
operational level. The management uses computerized system in which the available information
is updated as per internal and external business environment.
The management needs to conduct research part to collect information regarding the
needs and requirement of the customer and discuss with the other level of management to make
effective decision making (Coombs, 2014.). The Company adopts participative leadership style
where the adjudicating authority considers the viewpoints of colleagues and employee to design
future strategies. The management of Company will organize meeting with the investors in
taking crucial decision jotting down information from them and win their loyalty.
1.3
In order to make informed decision for an organization, management of Company needs
to consider the internal and external sources of information. As in the present case, Leigh
Randell has observed that there is a need to coordinate the efforts of flight attendants and
passenger service (Choi, Lee and Yoo, 2010). He makes written letter to Alan Brock, vice
president of passenger services at the Atlanta base to place the proposal of making some changes
in organization procedure. Alan Brock now needs to make integral decision of amending some
procedural work of dealing with passengers by taking help of internal and external source of
information. They can make use of MIS system that was designed to help the management at
such time (López-Nicolás and Meroño-Cerdán, 2011). The higher level management will conduct
the meeting with operational department to critically analyze the situation and discuss out the
problem with them. This information is time consuming but helps to go to the root cause of the
problem and understand the matter. They will collect information from employees, staff
members. They can also take help of internet to check out the procedure used by the competitor.

The management can also use external source of information such as taking feedback from
passengers and should consider the government rules and regulation.
1.4
The management can bring change in the way they make crucial decision in the Omega
Airlines. The organization structure should be designed in such a way that if some officer has
received any recommendation from the colleagues then he is required to discuss with other staff
members (Armitage and et.al, 2011). The management should hold consistent meeting with the
employees and take consistent feedback from customers so as to take informed decision and
design better strategies for the growth and development of an organization. They should consider
the viewpoints of employee who are dealing with the passengers. They must take into account
the government rules and regulation so as to avoid unnecessary litigation.
TASK 2
2.1
There are many individual that affect the decision or are affected by the business decision
directly or indirectly. So Company in order to take informed decision should consider the interest
of all the stakeholders as given below:
 Employees: They are the integral part of every organization as the credit of success or
failure all goes to them (Smith, Dinev and Xu, 2011.). The workforce plays crucial part in
the decision making process as they are aware about the pros and cons of each decision as
they can analyze the practical impact of each decision. The department directly deals with
the customer and ensures that proper management is made so they better understand the
customer needs and demand.
 Institutional investors: They are the one who represent the interest of set of shareholders.
The finance is the lifeblood of each organization and these funds are invested by the
shareholders. The Board of Director hold regular meeting with the investors to discuss
their future strategies as the return of the shareholders depends on the profit of the
company (Garvey, 2014). In order to survive long term in the market, The Company
follows stakeholder inclusiveness concept in every aspects.
 Customers: The ultimate goal of Company is to keep the customers satisfied. The
organization considers the needs and expectation of passengers. The management
consistently examine the viewpoints of clients regarding the airlines by taking regular

feedback about their services (Von Krogh, 2012). They will consider their opinion and
helps to make informed decision. It helps to understand the problems faced by them
regarding their services and should take steps to overcome the weaknesses.
 Government: The management on designing any future strategy will consider the
policies and rules of government in order to avoid unnecessary litigation.
2.2
Company takes initiative to make contact with these stakeholders and maintain
relationship with them as they are the crucial part of each organization (Gailloux Samson and
Shah,2011). In order to make effective relation, the business needs to plan out the necessary
activities such as meetings, campaign, etc and the further information is as given below:
 Employees: The Company can organize official meeting with the employees in which the
management will issue notice disclosing subject matter of discussion (Shenfield, Fritsch
and Bibr,2010). The management will conduct the meeting with the employees where they
will discuss matter regarding changes in working condition, customer policies, etc and
will consider their opinion in making future policies and plans
 Customers: The Company can contact their customers, passenger and can take feedback
from them regarding the services. In this communication, the customer can discuss the
problems faced by them in their services, this helps them to take better corporate decision
(Sylvain and et.al, 2010). They can also contact them through mails, telephones, internet,
etc.
 Institutional Investors: The Company conduct Annual general Meeting to discuss regular
issues with the shareholders. They can call them for regular meeting by publishing the
notice in the newspaper (Sylvain and et.al, 2010). A press release can be organized to
conduct shareholder analysis, investors and press. They can notify the present and future
amendments by publishing it in the website.
2.3
The Company can adopt Personal Networking that helps to involve identified
stakeholders in the decision making process (What is Personal Networking,. 2012). A personal
Network is a group of people who are having the same interest can commit to maintain a long
lasting relationship to support a given set of activities (Shaffer and et.al, 2010). The company can
build a personal network among the stakeholders of the company. They can make the team who

will participate in the decision making process in an organization. It helps to improve
productivity and involve large number of people that helps to create healthy and friendly relation
with the stakeholders.
2.4
In order to survive in the global market, Company needs to design strategies to improve
its operation and stakeholder engagement process. The regular customer of the company can
appoint an independent person who will protect the interest of the clients. If the company wants
to make decision regarding changes in handling customer they will consider their viewpoints in
making any changes (y Arcas, Walker and Gilman 2012). The company can hold consistent meeting
with the institutional investors to discuss their future plan and making sure that they have
invested the funds in the right place. The organization will appoint the compliance officer who
will ensure that company follows the rules and regulation of law making authority in order to
avoid unnecessary litigation cost.
TASK 3
3.1
Communication is the process of exchanging verbal and non-verbal messages through
some medium. Every organization has its communication medium in which they transfer
messages and place their viewpoints. In the present scenario, The company has prescribed a
formal channel of communication that defines the accountability and responsibility in an
organization (Laudon and Laudon, 2004). If the supervisor of In-Flight services wants to place
some proposal or discuss any business matter they have to make communicate through written
form by writing mails, letter, etc. As in the present case, The Leigh Randell as supervisor of in-
flight services has placed proposal to coordinate the efforts of flight attendances and passenger
service personnel with a simpler, more efficient boarding procedure to the Tom Ballard,
Omega’s passenger services representative at the Atlanta base through written mails.
The Omega Airlines has adopted horizontal and vertical communication, where the lower
department conveys their messages to higher department after discussing the matter with the
colleague of same department (Stevenson. and Sum, 2002). The employees have to follow
prescribed manner of communication as defined by the company, if the workforce fails to
comply with the procedure their matter will not be considered. If the senior management staff
have to communicate with the different department they also have to circulate notice within the

employees with regards to any changes in working condition of employees and changes in
policies and procedures of clients and customer.
3.2
There are different ways through which company can improve its means of
communication. There is a formal set of communication that is defined in the firm to convey
message to each other. The senior management needs to conduct regular meeting with the staff
members and discuss the issues faced by them and the customers that they are dealing with. The
employees can request the senior management to call emergency meeting if they find it
necessary for the welfare of the companies and can’t wait for the next meeting (Argote, McEvily
and Reagans, 2003). If the intention of the employee is defamatory, then management can take
serious action against the company. In order to improve communication process. The
management should design the software in which all the employees can openly discuss any issue
on this private site and senior management can resolve their grievances there only. The senior
management can convey the message through publishing notice in newspaper and in that
particular website and can broadcast the message to the whole department.
3.3
The management needs to organize training program to educate employees regarding the
new software and appoint the engineer who can convey the pros and cons of this new project.
The Omega Airlines needs to acquire expert advice who can bring new ideas related to
communication channels. The company needs to consistently review the new system so as to
overcome the loopholes in the new system and makes it ensure that everyone complies with the
new process of communication (Garvey, 2014). The Omega Airlines needs to make official
meeting there they will introduce the concept that senior management can now publish the notice
in their personal website so have to keep updated with that software and bring in their daily
routine work. The management has to corporate with the staff members to make them adapt to
this changes especially older people in the firm.
3.4
Being working as the supervisor, my communication skills should be fluent and effective.
For that I have to analyze the aspects, where I am lacking. Then will refer books and take help of
internet through which can find means to improve communication skills. Then will design
personal skills development plan with time limit. I have found that I can read novel and watch

movies and films to observe the pronounciation of words and learn new works from there. I can
join personality development classes where an experienced person who have tackle such person
will help to improve my communication skills (Yates and Paquette, 2011). In the classes, will
meet people who are facing the same problem and on making discussion with them I can come
up with the better solution. I can attend seminars and conferences where will interact with
professional people and will learn from their way of communicating. I can request company to
organize training session for the workforce who are facing the same problem. This will helps to
develop the skills and abilities of the staff members.
TASK 4
Enclosed in PPT
CONCLUSION
It can be said that managing communication, information and knowledge plays crucial
role in attaining goals and objectives of the company efficiently and effectively. The Company
needs to make decision making at strategic, tactical and operational level of management. In
order to enter in the global market, company needs to collect information through internal and
external stakeholders. The company can inscribe Management Information System that can
supply timely and accurate information to all the levels of management that helps to make
informed discretion. The firm needs to consider the interest of stakeholders such as customer,
shareholders and employees and tries to make regular contact with them. The Omega Airlines
have adopted written form of communication across the horizontal and vertical direction.

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Online

What is Personal Networking,. 2012. [Online]. Available through: <
https://ce.uci.edu/virtual/career_modules/career_mod02pg03.html>. [Accessed on 13 Nov,
2016].